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A Shared Idea An entrepreneur had a vision for a new type of electronic retail store. As he started his business, he found that his staff’s greatest challenge was customer service. His personnel could not serve both customers in the store and customers asking questions on the phone. As a result, there were complaints and lost business. This store owner was returning his rent-a-car after a business trip. He was particularly impressed with the agency’s car return system. All he did was deliver his car to the agency’s garage. An attendant approached the car with an electronic receipt pad and a hand radio -- and checked-in his car right there in the garage. The customer did not have to go into the office, which saved time. This experience gave the entrepreneur’s an idea. Upon returning to his electronic store, he saw to it that each clerk had a portable phone. These phones enabled clerks to give quick and accurate product information to the customer both in the store and on the phone. For example, they could check inventory while talking to a customer on the phone, page another clerk for more information, and answer an outside ringing line. This system dramatically improved the store’s customer response rate and profit.